Since 2017 I’ve written an evaluation of Amazon’s Prime Day — 2021, 2020, 2019, 2018, and 2017. Whereas final yr’s Prime Day occurred in June, the corporate returned to its conventional July occasion in 2022.
Like final yr, Prime Day 2022 ran for 48 hours, on the twelfth and thirteenth. This yr Amazon, in partnership with Affirm, made BPNL (purchase now, pay later) obtainable to consumers who bought a minimum of $50 of eligible gadgets from June 28 by means of July 13.
Amazon provided Prime Day this yr in Austria, Australia, Belgium, Brazil, Canada, China, France, Germany, Italy, Japan, Luxembourg, Mexico, the Netherlands, Portugal, Singapore, Spain, the U.Ok., the U.S, and, for the primary time, Poland and Sweden.
In a press launch, Amazon revealed that Prime members bought greater than 300 million gadgets worldwide, a rise from the 250 million gadgets offered in 2021’s occasion. Amazon doesn’t disclose whole gross sales for Prime Day, though it did state the top-selling classes within the U.S. have been shopper electronics, family items, and Amazon-branded units. Customers additionally targeted on groceries as inflation continues to take a toll on households.
Statistics
Adobe Digital Economic system Index knowledge signifies whole U.S. on-line spend throughout all retailers (not simply Amazon) rose to $11.9 billion — $6.0 billion on day one and $5.9 billion on day two. This represented 8.5% development in comparison with the $11.0 billion final yr. The 2 days garnered essentially the most on-line gross sales within the U.S. thus far in 2022. Reductions for toys (15%) and attire (12%) have been the best for all classes in keeping with Adobe. E mail at 197% and show promoting at 201% have been the advertising and marketing channels that amassed the biggest improve in income contribution throughout the first day.
Knowledge and analysis agency Numerator reported Amazon’s common U.S. order dimension in 2022 was $52.26, up from $44.75 in 2021. Practically two-thirds (62%) of U.S. households procuring on Prime Day positioned greater than two separate orders, bringing the common family spend to roughly $144.56.
The highest 5 gadgets offered within the U.S. in keeping with Numerator have been all Amazon-branded merchandise: Fireplace TV Sticks, Echo Dot (4th Gen), Blink cameras and doorbells, Amazon Reward Card reloads, and Ring Video Doorbells. Customers targeted on cheaper gadgets this yr; 58% offered for lower than $20, whereas solely 5% offered for over $100. The highest classes shoppers bought have been family necessities (29%), well being and sweetness (28%), and electronics (27%).
Ninety-six p.c of U.S. consumers surveyed by Numerator have been Prime members, with 2% becoming a member of throughout the occasion. In response to Coresight Analysis, 54.9% of U.S. adults have a Prime membership, and one other 25.7% have entry to a membership by means of one other family member.
Forty-one p.c of respondents within the Numerator survey acknowledged that Prime Day reductions have been their principal purpose for procuring. Forty-four p.c stated they didn’t contemplate different retailers for his or her purchases.
Prime Day Opponents
Prime Day opponents have historically been omnichannel retailers corresponding to Walmart, Goal, and Greatest Purchase. Goal began its three-day “Deal Days” reductions sooner or later earlier than Amazon. Goal’s reductions have been on-line solely, however shoppers may select in-store pickup on many gadgets. Trend gadgets at Goal have been as much as 50% off in keeping with “The Prime Day Impact” report by Alvarez & Marsal, a retail consultancy.
Walmart didn’t instantly compete with Prime Day this yr. As an alternative it began deep reductions a number of weeks earlier. Choose back-to-school gadgets have been 75% off. Reductions on televisions have been 35%.
Greatest Purchase’s “Black Friday in July” ran Monday, July 11, by means of Wednesday, July 13, with as much as $300 off choose laptops. TVs offered for as little as $79.99. In response to Alvarez & Marsal, Greatest Purchase is understood to match Amazon’s Prime Day pricing for telephones, tablets, computer systems, and TVs.
